Principles of
Contemporary Marketing
Kurtz & Boone
Chapter 17
Personal Selling and
Sales Promotion
CHAPTER 17 Personal Selling and Sales Promotion
Chapter Objectives
1.
Describe the role of today’s salesperson.
2.
Describe the four sales channels.
3.
Describe the major trends in personal selling.
4.
Identify and briefly describe the three basic sales tasks.
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CHAPTER 17 Personal Selling and Sales Promotion
Chapter Objectives
5.
Outline the seven steps in the sales process.
6.
Identify the seven basic functions of a sales manager.
7.
Explain the role of ethical behavior in personal selling.
8.
Describe the role of sales promotion in the promotional mix,
and identify the different types of sales promotions.
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CHAPTER 17 Personal Selling and Sales Promotion
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CHAPTER 17 Personal Selling and Sales Promotion
The Evolution of Personal Selling
o Salespeople must be able to:
o Focus on a customer’s situation and needs and create
solutions that meet those needs
o Follow through and stay in touch before, during, and
after a sale
o Know the industry and have a firm grasp of their firm’s
and their competitors’ abilities
o Exceed their customers’ expectations, even if it means
going above and beyond the call of duty
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CHAPTER 17 Personal Selling and Sales Promotion
Copyright © 2012 by South Western, a division of Cengage Learning. All rights reserved.
CHAPTER 17 Personal Selling and Sales Promotion
Trends in Personal Selling
o Major personal selling approaches:
o Relationship selling
o Consultative selling
o Team selling
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CHAPTER 17 Personal Selling and Sales Promotion
Sales Tasks
o Order processing
o Creative selling
o Missionary selling
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CHAPTER 17 Personal Selling and Sales Promotion
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CHAPTER 17 Personal Selling and Sales Promotion
Functions of Sales Manager
o Recruitment and selection
o Training
o Organization
o Supervision
o Motivation
o Compensation
o Evaluation and control
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CHAPTER 17 Personal Selling and Sales Promotion
Copyright © 2012 by South Western, a division of Cengage Learning. All rights reserved.
CHAPTER 17 Personal Selling and Sales Promotion
Copyright © 2012 by South Western, a division of Cengage Learning. All rights reserved.
CHAPTER 17 Personal Selling and Sales Promotion
Ethical Issues in Sales
o Long-term success requires strong code of ethics
o Honesty and ethical behavior is encouraged when:
o Employees understand what is expected of them
o Open communication is encouraged
o Managers lead by example
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CHAPTER 17 Personal Selling and Sales Promotion
Sales Promotion
o Marketing activities other than personal selling,
advertising, and publicity that enhance consumer
purchasing and dealer effectiveness
o Integrated into overall marketing plan
o Promotions are likely to stress price advantages,
giveaways, or special offers
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CHAPTER 17 Personal Selling and Sales Promotion
Sales Promotion
o Goal is speeding the sales process and increasing sales
volume
o Produces best results when combined with other
marketing activities, such as advertising
o Cannot overcome poor brand images, product
deficiencies, or poor training for salespeople
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CHAPTER 17 Personal Selling and Sales Promotion
Consumer-Oriented Sales Promotions
o Coupons and refunds
o Samples, bonus packs, and premiums
o Contests and sweepstakes
o Specialty advertising
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CHAPTER 17 Personal Selling and Sales Promotion
Trade-Oriented Promotions
o Trade allowances
o Point-of-purchase advertising
o Trade shows
o Dealer incentives, contests, and training programs
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